Influence of Digital Marketing Strategies on the Brand Equity of Mobile Network Service Providers in Kenya

Abstract

Companies that are extending their operations into markets are required to have solid innovation strategies in place to be successful. Mobile network service providers are developing and altering their product offerings in response to the market dynamics that have increased competition and, as a result, endangered the profitability and development of the industry. The goal of the research was to determine how mobile network service providers in Kenya's mobile market may benefit from using digital marketing methods to increase their brand equity. The research for this article relied heavily on the Technology Acceptance Model and the Theory of Brand Equity. A cross-sectional, descriptive research method was employed for this investigation. This research focused on Kenya's 38 tier 1 and 2 network providers. It was established that website strategy and search engine optimization was adopted by network providers to a great extent while social media, blogs, and online marketing were adopted by providers to a moderate extent. It was discovered that digital marketing tactics and brand equity have a connection that is characterized by a positive association. Most providers in Kenya have successfully implemented digital marketing tactics for brand equity, according to the findings of the research. The success of digital marketing tactics is made clear by the digital apps that were highlighted earlier in this paragraph. Because they were able to implement digital strategies, mobile network service providers in Kenya were able to see an increase in the quality of their company's brand, which led to improved service delivery. Based on the results, network service providers shouldn't only depend on digital marketing methods to boost the quality of their services for consumers; they should also look to employ people who are committed to exceeding customers' expectations at every turn.